How we put ultra-processed foods on the agenda
How we put ultra-processed foods on the agenda
How we put ultra-processed foods on the agenda
Client
Hjerteforeningen
Services
Public Relations & Agenda-Setting
Concept & Creative Development
Marketing & Campaigns
Content & Social Media
Influencers & Advocacy
We created the first product line that tells the ultra-processed truth instead of using opaque sales tricks.
Client
Hjerteforeningen
Services
Public Relations & Agenda-Setting
Concept & Creative Development
Marketing & Campaigns
Content & Social Media
Influencers & Advocacy
We created the first product line that tells the ultra-processed truth instead of using opaque sales tricks.
Client
Hjerteforeningen
Services
Public Relations & Agenda-Setting
Concept & Creative Development
Marketing & Campaigns
Content & Social Media
Influencers & Advocacy
We created the first product line that tells the ultra-processed truth instead of using opaque sales tricks.
Challenge
Ultra-processed foods can be hard to identify and therefore all too easy to choose. The consequences are palpable: a high intake increases the risk of cardiovascular diseases and other lifestyle-related diseases. With the campaign, we highlighted the issue by parodying the very opaque sales tricks that much ultra-processed food employs.
Challenge
Ultra-processed foods can be hard to identify and therefore all too easy to choose. The consequences are palpable: a high intake increases the risk of cardiovascular diseases and other lifestyle-related diseases. With the campaign, we highlighted the issue by parodying the very opaque sales tricks that much ultra-processed food employs.
Ultra-processed foods can be hard to identify and therefore all too easy to choose. The consequences are palpable: a high intake increases the risk of cardiovascular diseases and other lifestyle-related diseases. With the campaign, we highlighted the issue by parodying the very opaque sales tricks that much ultra-processed food employs.
Solution
Therefore, we developed the fictional product series Uff! with 100% marketing and 0% nutrition. Uff! was rolled out at events at Folkemødet, sent in product boxes to the politicians at Christiansborg, and distributed to influencers. At the same time, we also initiated the public debate through advertisements in Politiken, Berlingske, Jyllands-Posten, and Weekendavisen. The purpose was clear: To encourage political action, making the healthy choice the easy choice – and to get Danish consumers to engage with the challenges of ultra-processed foods.
Solution
Therefore, we developed the fictional product series Uff! with 100% marketing and 0% nutrition. Uff! was rolled out at events at Folkemødet, sent in product boxes to the politicians at Christiansborg, and distributed to influencers. At the same time, we also initiated the public debate through advertisements in Politiken, Berlingske, Jyllands-Posten, and Weekendavisen. The purpose was clear: To encourage political action, making the healthy choice the easy choice – and to get Danish consumers to engage with the challenges of ultra-processed foods.
Therefore, we developed the fictional product series Uff! with 100% marketing and 0% nutrition. Uff! was rolled out at events at Folkemødet, sent in product boxes to the politicians at Christiansborg, and distributed to influencers. At the same time, we also initiated the public debate through advertisements in Politiken, Berlingske, Jyllands-Posten, and Weekendavisen. The purpose was clear: To encourage political action, making the healthy choice the easy choice – and to get Danish consumers to engage with the challenges of ultra-processed foods.
Results
A campaign measurement conducted by Kantar showed that the campaign scored high on both relevance and credibility.
75% of the target audience experienced the campaign as positive and relevant
Over 50% of the target audience felt motivated to seek more knowledge about the topic
90% of the target audience remembered and understood the message clearly
The campaign is the Heart Association's first political campaign aimed at supporting the association's strategy of being a strong political voice.
Results
A campaign measurement conducted by Kantar showed that the campaign scored high on both relevance and credibility.
75% of the target audience experienced the campaign as positive and relevant
Over 50% of the target audience felt motivated to seek more knowledge about the topic
90% of the target audience remembered and understood the message clearly
The campaign is the Heart Association's first political campaign aimed at supporting the association's strategy of being a strong political voice.
Results
A campaign measurement conducted by Kantar showed that the campaign scored high on both relevance and credibility.
75% of the target audience experienced the campaign as positive and relevant
Over 50% of the target audience felt motivated to seek more knowledge about the topic
90% of the target audience remembered and understood the message clearly
The campaign is the Heart Association's first political campaign aimed at supporting the association's strategy of being a strong political voice.
Contact us
Ida Graff Righolt
Client Lead & Head of Operations
Contact us
Ida Graff Righolt
Client Lead & Head of Operations
Contact us